Strategic Research On Cruise Business Development Of Guangzhou Port Group

The world cruise industry was originated in North America from the 60s of the 20^thh century.After the traditional American and European markets were gradually fulfilled,the development trend of global cruise business is going to Pacific Asia,which provides a great opportunity for China's cruise industry.Since the Opening-up policy was adopted,China experienced a rapid economic development,while the consumption capacity was greatly improved.At the same time,the public holidays were extended and personal annual leave were put into effect,which promoted the public travel demand.On January 2015,Guangzhou Municipal Government proposed to establish Guangzhou into a World Shipping Center,in which cruise business will play an important role.Guangzhou Port,an important sea gate since ancient times,has favorable port facilities and abundant hinterland passengers.At the initial operation year 2016,the cruise passenger throughput of Guangzhou Port Group ranked the 3^rd over the nation,which showed large development room.However,since Guangzhou Port was a traditionally cargo handling port,it lacks in large specialized cruise terminal,comprehensive service experience,professionals.Therefore,it's economically and virtually important to make systematic study on the development of Guangzhou Port Group's cruise business and propose a realistic strategy.The thesis at first introduced the history of cruise,a brief overview of the industry and the current situation of the cruise ports in and abroad,and then analyzes the economic industry impact on the port city and elements that influences the industry.Then gives a brief introduction on Guangzhou Port Group's cruise business,on its history and current situation,and then adopts PEST and SWOT to deeply analyze its macro environment and advantages and disadvantages.Based on historical data,adopted some quantitative analysis tools to predict the future prospect,upon which proposes the strategy of Guangzhou Port Group's cruise business into one of the biggest Cruise Home Ports in Asia.The strategy is also divided into recent and future stages,and some suggestions are proposed to guarantee the fulfillment of the goal,like cruise enterprise operation,products design,passengers exploration,construction of the specialized port,governmental supports,regional ports alliance,training of professionals and so on.